Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism

The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an o...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Hai Ninh Nguyen, Thanh Binh Nguyen
Formato:	article
Lenguaje:	EN
Publicado:	LLC "CPC "Business Perspectives" 2021
Materias:	brand hate customer sense of online betrayal negative online word of mouth online boycott online public complaining Marketing. Distribution of products HF5410-5417.5
Acceso en línea:	https://doaj.org/article/95509c82c204465c8ee3f63b80da278f
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:95509c82c204465c8ee3f63b80da278f
record_format	dspace
spelling	oai:doaj.org-article:95509c82c204465c8ee3f63b80da278f2021-11-11T11:29:44ZSense of online betrayal, brand hate, and outrage customers’ anti-brand activism10.21511/im.17(4).2021.071814-24271816-6326https://doaj.org/article/95509c82c204465c8ee3f63b80da278f2021-11-01T00:00:00Zhttps://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/15814/IM_2021_04_Nguyen.pdfhttps://doaj.org/toc/1814-2427https://doaj.org/toc/1816-6326The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an online survey of 383 online shoppers were used to test seven proposed hypotheses. The partial least square–structural equation modeling (PLS-SEM) was adopted to assess the measurement and structural model. The findings showed that the sense of online betrayal positively and significantly affects brand hate and anti-brand behaviors. In addition, brand hate is also the leading cause of customers’ anti-brand actions. The present study highlights the mediation role of brand hate in eliciting revenge from consumers subjected to online betrayal. This study also gives some recommendations to customers to stop the misconduct behaviors of online betrayals, such as spreading their betrayal cases to friends and relatives via social media, then asking for supports and help from governmental and legal agencies and participating in boycotts; raising boycott movements against the betraying brand should be considered as the most extreme punishment.Hai Ninh NguyenThanh Binh NguyenLLC "CPC "Business Perspectives"articlebrand hatecustomer sense of online betrayalnegative online word of mouthonline boycottonline public complainingMarketing. Distribution of productsHF5410-5417.5ENInnovative Marketing, Vol 17, Iss 4, Pp 75-87 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	brand hate customer sense of online betrayal negative online word of mouth online boycott online public complaining Marketing. Distribution of products HF5410-5417.5
spellingShingle	brand hate customer sense of online betrayal negative online word of mouth online boycott online public complaining Marketing. Distribution of products HF5410-5417.5 Hai Ninh Nguyen Thanh Binh Nguyen Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
description	The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an online survey of 383 online shoppers were used to test seven proposed hypotheses. The partial least square–structural equation modeling (PLS-SEM) was adopted to assess the measurement and structural model. The findings showed that the sense of online betrayal positively and significantly affects brand hate and anti-brand behaviors. In addition, brand hate is also the leading cause of customers’ anti-brand actions. The present study highlights the mediation role of brand hate in eliciting revenge from consumers subjected to online betrayal. This study also gives some recommendations to customers to stop the misconduct behaviors of online betrayals, such as spreading their betrayal cases to friends and relatives via social media, then asking for supports and help from governmental and legal agencies and participating in boycotts; raising boycott movements against the betraying brand should be considered as the most extreme punishment.
format	article
author	Hai Ninh Nguyen Thanh Binh Nguyen
author_facet	Hai Ninh Nguyen Thanh Binh Nguyen
author_sort	Hai Ninh Nguyen
title	Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
title_short	Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
title_full	Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
title_fullStr	Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
title_full_unstemmed	Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
title_sort	sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
publisher	LLC "CPC "Business Perspectives"
publishDate	2021
url	https://doaj.org/article/95509c82c204465c8ee3f63b80da278f
work_keys_str_mv	AT haininhnguyen senseofonlinebetrayalbrandhateandoutragecustomersantibrandactivism AT thanhbinhnguyen senseofonlinebetrayalbrandhateandoutragecustomersantibrandactivism
_version_	1718439150214971392

Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism

Ejemplares similares